Demakova D.A., Tolstopyatova A.A.Published in:
Russian Journal of Innovation Economics
– Volume 9, Number 4 (October-December 2019)

JEL classification: L26, M31, O32, O33

Keywords: brand, branding, development, innovation, rating, small innovative enterprise, strategy


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Abstract:

The article deals with the concept of branding, formulated its definition, the main stages of creation. The main mistakes in creating a brand for small businesses are revealed. The influence of branding on small innovative enterprises in Russia is analyzed. An example of a company with a successfully developed brand is given.

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